Babel, in particular, has a winning aura surrounding it. The ensemble production, about three inter-linked stories in four different countries, has multiple nominations, including those for its actors, director and in the best picture category.

Observers with longer memories might recall a similar buzz back in 2003

These are not marginal awards. Mexican-originated films have gone mainstream.

"We are thrilled," says Mario Aguinaga of the world-renowned Churubusco film studios in Mexico City. "This is a very special year".

And, he does not think it is a one-off year.

"We have been producing world-class films for many years now. This is a real film industry with abundantly talented people," Mr Aguinaga says.

He points to people like director Alfonso Cuaron, actor Gael Garcia Bernal and screenwriter Guillermo Arriaga, just three from a talent pool that has an extraordinarily deep, deep end.

Observers with longer memories might recall a similar buzz back in 2003. Then, the racy coming-of-age movie Y Tu Mama Tambien was Oscar nominated after becoming a surprise box office hit. It did not win, and it left some people in Mexico with a sense of disappointment.

Y Tu Mama Tambien lost out in the Oscars in 2003

But Mexico and its films did not go away. And this year they are back in force.

It is now a business that makes 60 pictures a year and employs about 20,000 people.

It is still the case that many American studios view Mexico as a cheaper-than-California alternative. Costs are 20% less than in the US. That has meant films like Titanic, Zorro and The Fugitive have been made here, often without lead Mexican actors or key crew members.

It is also a fact that many Mexican movies filmed in Mexico have small budgets and that the big ones, which end up being nominated for awards, are often made elsewhere.

"But, in a sense, none of that matters," says Angel Flores Marini, a film producer for 40 years.

Tax breaks

"What matters, is that wherever the film is shot, it has a made-in-Mexico authenticity to it," he says.